Following on from its Dear Bump campaign with DDB Sydney, Westpac has extended the brand platform into a pregnancy podcast.
Teaming up with Mamamia, Westpac's new bespoke podcast stars television presenter Rebecca Judd and Mamamia podcast network executive producer Monique Bowley.
The podcast promotes Westpac's 'Hello Bump' initiative, launched this year, which deposits $200 into accounts of new parents on the behalf of children born in 2017, accessible when they turn 16 in 2033.
Mamamia commercial director Claire Harrison describes the "creative connection" between commercial partner Westpac and this content as a highlight of the partnership and says it reinforces its "360 degree" content strategy..
"Westpac, as the first bank with a dedicated business unit to support women, was the ideal partner to collaborate with in this conversation," Harrison says.
Monique Bowley says audio is the perfect medium to discuss a topic as personal as pregnancy and conception.
The launch of Hello Bump is the fourth client-collaborated podcast Mamamia has launched in the last six months, reflecting brands willingness to get involved in the medium. Foxtel, Morris Blackburn Lawyers and Intel have all launched branded podcasts with the women's network.
Launching on International Women’s Day, the podcast takes the audience through what happens month-by-month when you’re pregnant, the actual birth, and the first six weeks with the baby at home.
Westpac CMO Martine Jager says the partnership with Mamamia is another way for the bank to be involved in women's conversations and learn what it can better provide families.
"The Hello Bump podcast series is an opportunity for us to be part of a conversation helping women and their partners as they navigate the journey to having a baby. This is also a forum for us to listen, so we continue to understand where we can provide greater support to Australian families."
Hello Bump is available from today on iTunes.
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